Major live streaming sales events in the first half of 2020

2020 can be said to be the year when live streaming e-commerce took off. Affected by the epidemic, live streaming has become a new outlet and trend:

Top anchors, such as Li Jiaqi, Wei Ya, and Simba, have worked hard to break out of their circle and further expand their influence;

More and more people are flocking to the live streaming e-commerce industry. Among them, the entry of celebrities was once considered a dimensionality reduction attack on e-commerce anchors. But in reality, celebrities’ live streaming sales performance is not satisfactory.

Whether it is an e-commerce platform or a content platform, they have all played the live streaming e-commerce card. Is it really useful to follow the trend? Half a year is not enough time to prove it.

Live streaming has become a standard for brand marketing. If the brand has not yet done its own store live broadcast or hired e-commerce anchors, please reflect on whether it is too late to realize it.

As the hot topic in the first half of the year, the live streaming e-commerce industry is constantly changing. From anchors, brands, platforms to the overall industry environment, I will review with you the 10 major events in the live streaming e-commerce field in the first half of 2020 in this article.

Easyhome has launched live streaming sales on a large scale, with an average of over 3,600 orders per day

After the outbreak of the epidemic, many brands, merchants, and shopping malls chose to engage in live streaming to sell goods and start self-rescue. On February 19, a set of data released by Taobao showed that the number of manufacturers selling goods directly on Taobao Live increased by 50% year-on-year. Among them, offline store live broadcasts in the three industries of apparel, beauty, and home furnishings are the most active.

Compared with the apparel and beauty industries, the home furnishing industry has always paid more attention to on-site experience, with high average order value and low-frequency consumption. The difficulty of live streaming sales can be imagined.

JuRan Home has stepped up its online live streaming efforts since February 1, and has implemented large-scale live streaming based on its stores. According to JuRan Home, as of March 15, a total of 308 stores have started live streaming, with the average number of stores broadcasting daily stabilizing at more than 260, the average daily number of viewers exceeding 62,000, the average daily number of new fans reaching 14,000, and the average daily number of orders directed exceeding 3,600.

JuRan Home’s attempt to sell goods through live streaming on a large scale is a microcosm of many brands’ self-rescue efforts.

If it weren’t for this epidemic, many businesses would not realize the importance of live streaming. Stores and brand merchants achieved actual sales and revenue through live streaming. Even after resuming work, live streaming did not stop. Online live streaming is gradually becoming one of the regular marketing methods for brands.

E-commerce anchors are given priority to settle down and sell houses? Guangzhou Huadu District offers anchors a maximum housing purchase reward of 500,000 yuan

On March 24, Guangzhou issued the "Guangzhou Live Streaming E-Commerce Development Action Plan (2020-2022)", taking the lead in proposing to build a "live streaming e-commerce capital" and proposing a "tens, hundreds, thousands and millions" plan, including cultivating 100 influential MCN agencies and training 10,000 live streaming influencers.

Since then, 11 cities including Shanghai and Guangzhou have proposed to vigorously support live streaming e-commerce. Support includes policy support and monetary rewards for MCN organizations that reach a certain sales level.

The home purchase incentives in Guangzhou’s Huadu District are particularly exciting. On June 8, Guangzhou Huadu District issued the "Measures for Supporting the Development of Live E-commerce in Guangzhou Huadu District (2020-2022)" which mentioned:

For outstanding internet celebrities (with more than 500,000 fans on well-known platforms) who bring in annual sales of more than 10 million, 20 million and 50 million yuan for Huadu’s “four major” enterprises, they will be given housing purchase incentives of up to 100,000, 300,000 and 500,000 yuan respectively in Huadu District, and have priority in enjoying talent policies such as talent apartments, household registration indicators, and children’s schooling.

In addition, in June, Chongming District of Shanghai released the public announcement list of the first batch of special talents introduced and settled in 2020, and Li Jiaqi was on the list.

It is no exaggeration to say that a war for talent has already begun in various places in the live streaming e-commerce industry.

Luo Yonghao sells goods through “TikTok live streaming”

Live streaming sales has become an important way for content platforms to commercialize. According to media reports, Douyin e-commerce's GMV target for 2020 is 200 billion yuan, while Kuaishou e-commerce's target is 250 billion yuan.

In March, Douyin did not have a representative top e-commerce anchor, but fortunately it won the "Battle for Luo" that attracted much attention from the entire network and successfully signed Luo Yonghao. The first item that Luo Yonghao sold on Douyin live streaming was “Douyin live streaming sales”.

As expected, although Luo Yonghao’s first live streaming show failed several times, it attracted a lot of public attention. The battle report shows that the total payment transaction amount of the first show exceeded 110 million yuan, the total sales number exceeded 910,000, and the cumulative number of viewers exceeded 48 million.

Not long ago, Luo Yonghao spoke in depth and systematically for the first time about his views on live streaming sales and reviewed his own experience in live streaming sales. He believes that live streamers are a necessary online supplement to offline retail’s guided sales. Eventually, almost all e-commerce platforms will have live streaming as a standard feature, and all platforms will have anchors who do live streaming as a standard feature.

Kuaishou was also busy in the first half of the year. It launched the "616 Quality Shopping Festival" and invited Zhang Yuqi to be the Kuaishou e-commerce spokesperson. On June 16, Zhang Yuqi made her debut in live streaming on Kuaishou, partnering with Kuaishou's top anchor Simba, and the payment amount exceeded 223 million yuan. The combination of celebrities and the platform’s top live streaming anchors has become a guarantee of sales for live streaming e-commerce.

By the end of 2020, who will take the lead in live streaming sales, Douyin or Kuaishou? Waiting time will tell.

It has become a normal practice for CEOs to promote products. Dong Mingzhu promoted 310 million yuan of products on Kuaishou in 3 hours.

How can we make companies, from top to bottom, pay more attention to live streaming sales?

Having the president personally take action may be the first choice.

Liang Jianzhang, chairman of Ctrip, can be said to be one of the most representative cases of a president selling goods through live streaming. Starting from April, he broadcasts live every Wednesday in different places across the country to promote local tourism products and hotels.

Recently, according to Ctrip data statistics, the "live streaming team" newly formed by Liang Jianzhang and Ctrip employees has achieved a total transaction volume of 600 million yuan and a total number of viewers of 40 million in the past 15 Ctrip live broadcasts.

In addition, Dong Mingzhu's experience in live streaming sales has also attracted much attention.

On April 15, Dong Mingzhu said in an interview that she did not quite agree with the currently popular live streaming sales.

After 9 days, the well-known "True Fragrance Scene" came.

On April 24, Dong Mingzhu tried live streaming to sell goods on Douyin, but the sales volume was only 220,000. On May 10, she again appeared on Kuaishou to support Gree's Super Brand Day special event, and partnered with Kuaishou anchors Erlu and his wife and Shandong TV host Li Xin to live broadcast and sell goods. In three hours, sales exceeded 310 million yuan, catching up with the performance of the online store for the whole year last year.

After tasting the fruits of success in live streaming sales, she began to ride the wind and waves of the live streaming sales road:

On May 15, Dong Mingzhu’s first live broadcast on JD.com generated sales of over 703 million yuan.

On June 1, Dong Mingzhu live-streamed 30,000 stores, with total sales of 6.54 billion yuan;

During the 618 period, Gree’s total live streaming sales across all channels reached 10.27 billion yuan.

On July 7, Gree Electric announced that Dong Mingzhu will begin a nationwide live broadcast tour, with the first stop in Nankang District, Ganzhou City, Jiangxi Province.

Affected by the epidemic, it is difficult for enterprises to survive. The president personally taking part in the sales of goods is not only topical, but can also mobilize internal and external resources to support the company's live streaming sales business and initiate self-rescue.

"Xiao Zhu Pei Qi" kicks off the traditional media live streaming sales

On April 6, national-level joke teller Zhu Guangquan and Li Jiaqi teamed up to form "Xiao Zhu Pei Qi" and conducted a charity live broadcast of "Group Buying for Hubei". During the live broadcast, Zhu Guangquan spoke crazily and delivered many high-energy jokes.

According to CCTV News, this live broadcast attracted 10.91 million viewers, with a cumulative viewing of 122 million times and 160 million likes in the live broadcast room. The total value of goods brought to Hubei exceeded 40.14 million yuan, and the topic #朱广权李佳琪直播# once ranked first on Weibo's hot search.

This live broadcast of selling goods kicked off the prelude to traditional media doing live broadcast of selling goods:

On the evening of April 27, CCTV Video and Kuaishou jointly held a charity live broadcast called "Lend a Hand and Buy for Love", and sold a total of 80.12 million yuan of Hubei products.

On May 1, Sa Beining, Kang Hui, Nigmat and Zhu Guangquan joined together for the first time to live broadcast and sell goods, launching Gome’s CCTV live broadcast special.

On May 10, Zhu Guangquan and Li Jiaqi once again promoted Chinese brands in the Taobao live broadcast room, and the total value of goods sold was estimated to reach 1.2 billion.

…

At present, traditional media’s live streaming sales are more inclined to be public welfare in nature, taking advantage of the influence of traditional media and partnering with e-commerce anchors to achieve the purpose of promoting brands and selling products.

Liu Tao joined Juhuasuan, and the total transaction volume of the first live broadcast exceeded 148 million

Against the backdrop of a cold winter for the film and television industry, celebrities are no longer satisfied with being just guests or spectators in live broadcast rooms, and have gradually joined the game and tried to sell goods through live broadcasts themselves.

While a large number of celebrities have joined the game, Ye Xuan, who had tried live streaming for two months, chose to quit. She said frankly in the live broadcast room: "The money I earned from live streaming for two months is not as much as doing live broadcast twice."

When celebrities first started to sell goods through live streaming, many people thought it was a dimensionality reduction attack and that e-commerce anchors were in danger. Little do people know that most celebrity live streaming sales cannot escape the “curse of reaching peak as soon as the show starts”. More brands and merchants have fallen into countless traps when it comes to celebrity live streaming sales.

So, are there any successful cases of celebrities selling goods through live streaming?

The answer is also yes. However, they do not rely on their own influence, but rather on platforms or other external forces.

1. Platform support

On May 14, Liu Tao, who had just become the official preferred officer of Juhuasuan, started her first live broadcast to sell goods, with a total transaction volume of more than 148 million yuan. Since then, she has achieved great success in the field of live streaming sales: on June 6, Liu Tao's fourth live streaming sales event resulted in orders worth more than 220 million yuan.

Juhuasuan used the same strategy on Jing Tian. As Juhuasuan's "Beauty Officer", Jing Tian's live broadcast room focused on beauty and cosmetics products, with the order amount in her first show exceeding 49 million yuan.

2. The power of WeChat business

On June 10, Zhang Ting started her first live streaming show on Douyin. The results were amazing: 256 million yuan worth of goods were sold in 5 hours of live streaming. However, such achievements are not due to her celebrity status. Most of the traffic comes from her second identity - micro-business.

As the founder of "TST Garden Secret", most of the products she live-streams are her own. The battle report shows that TST’s star product live yeast sold 100,000 sets in 3 minutes. The product with the highest sales volume is the TST Apple Muscle Mask, with a total of 850,000 units sold. Xin Douyin data shows that the sales of these two products alone exceeded 100 million.

Data source: Xindou

According to industry insiders, TST has 11 million WeChat business agents, and internal purchases begin three days in advance. The live broadcast room is more like a transaction window. Most of the traffic to Zhang Ting’s live broadcast room comes from private domain traffic, which is directed from WeChat Moments to the Douyin live broadcast room.

Zhang Ting’s debut live streaming sales show brought the micro-business live streaming sales method to the surface, allowing more people to begin to understand this mysterious power.

After all, compared to directly promoting products and being responsible for product sales, some celebrities may only be suitable for endorsements because their influence is difficult to quantify. In terms of professional ability, I cannot be considered a qualified salesperson.

Wei Ya's Thanksgiving live show attracted nearly 120 million viewers, breaking the record for live streaming with goods

The anchor may be the link in the live streaming e-commerce industry that is most likely to become popular.

Last year, Li Jiaqi became popular. This year, Wei Ya was not to be outdone. Her name "Dora Viya" is becoming more and more famous, and she sells houses and rockets, which is full of gimmicks.

On May 21, Wei Ya held a Thanksgiving event in her Taobao live broadcast room. The live broadcast lasted more than 7 hours and more than 20 celebrities were invited to support. At the same time, there are flash sales of products worth 5.21 yuan every 3 minutes. According to Youdaren data, the number of viewers of Wei Ya’s Thanksgiving live broadcast reached 117 million, once again breaking the record for live broadcasts selling goods.

As a traffic gathering place, the live broadcast rooms of top anchors are popular with brands and celebrities, and are becoming more and more popular, becoming a brand launch conference or a variety show.

Simba returns to action, bringing in over 1.25 billion in sales in a single show

Looking back, looking at Kuaishou’s e-commerce anchors, the Xinxuan team is a topic that cannot be avoided.

Simba came into the public eye probably because he spent 70 million yuan to propose at a concert at the Bird's Nest last year. As Kuaishou's top live-streaming anchor, Simba's ability to sell goods coexists with controversy, and this remains the case in the first half of this year.

On April 24, due to the feud between Simba and Sanda Ge, their accounts were punished and they announced their withdrawal from the Internet one after another. On the 26th, the WeChat official account of "Xin Youzhi Yanxuan" published a message saying that its brand founder Xin Youzhi (Xinba) will temporarily step behind the scenes and shift his work focus to corporate management and strengthening the supply chain.

On June 14, Simba resumed live streaming to sell goods 50 days after leaving the internet. His final sales exceeded 1.25 billion yuan, with a total sales volume of over 9.1 million units.

The Xinxuan team also has many anchors who sell goods, such as "Dandan Little Friend", "Shi Da Piaoliang", "Cat Sister Who Loves Food", "Zhao Mengche", etc. Although you may not have heard of their names, in recent months, Simba’s team has successively produced multiple cases of single-game sales of billions of yuan, which has raised the overall data of Kuaishou’s sales list and brought Kuaishou’s live streaming sales to a new level.

China Broadcasting Association releases "Code of Conduct for Online Live Marketing", and the live streaming sales industry tends to be standardized

Although live streaming sales have developed rapidly in the first half of the year, chaos has also occurred frequently.

The national live-streaming e-commerce complaint platform, jointly established by People's Daily New Media, has received nearly 2,000 complaints in 14 days since its launch. Complaints mainly focus on false advertising, product quality, return and exchange services, among which counterfeit goods and products without any quality assurance are the hardest hit areas for complaints.

At the same time, there are media reports that a brand spent 100,000 yuan in slot fees + 10% commission to invite an anchor to sell goods, but the final sales volume was only 57,000 yuan; there are also brands that find anchors with 300,000 or 400,000 fans to sell goods, but the store conversion rate is basically 0.

The live streaming e-commerce industry is an emerging field that urgently needs to be regulated and constrained by laws and regulations.

On June 16, the China Advertising Association issued the country’s first “Code of Conduct for Online Live Streaming Marketing”, which will be implemented from July 1. As the first special regulation on online live streaming marketing activities issued in China, the "Specifications" comprehensively defines and requires various roles and behaviors in live streaming e-commerce.

Zhang Guohua, president of the China Advertising Association, said in an interview with Xinbang: "As an industry organization, we mainly call for industry self-discipline. If we rely solely on legal penalties and regulations, it will inevitably create a tense atmosphere. We also believe that most companies, institutions, anchors and platforms hope that the industry will develop in a positive direction."

According to incomplete statistics from Xinbang, there are currently five relevant regulations being drafted or issued, which restrict live streaming e-commerce from different levels such as marketing behavior and talent system.

In the second half of the year, where will the live streaming e-commerce industry, which is gradually becoming formalized, sail towards? What new ways of selling goods through live streaming will there be? We will also continue to pay attention.

Author: Eva

Source: "New Ranking TV" (ID: newrankTV)